2014 Winners

Apology Press Conference Grand Prix

Food

Mars Japan

I&S BBDO Tokyo

Case Summary
Snickers needed to get young people to really engage with our campaign in 2012, not just to watch it on TV. So we took an additional approach. We cast the notorious Yuya Uchida, and then created an internet TV/PR event. The "Snickers Apology Press Conference Grand Prix" allowed us to create a conversation in the media and online around hunger, celebrity misbehavior, and Snickers. The campaign attracted over 2.7 million followers on SNS, earned over USD$1million in earned media coverage, and grew sales by 13 times the category average.

Hell's Most Fiendish Invention Yet: Pizz Roulette

Retail

Hell Pizza

Barnes, Catmur & Friends Auckland

Case Summary
There you are, innocently eating your pizza when it hits you. Your eyes bulge, your mouth feels like it's filled with lit petrol, you're a grown man crying for your mother…You've just played Pizza Roulette, the game from Hell Pizza that puts the world's hottest chilli sauce on one slice of your pizza – but doesn't tell you which one! Pizza Roulette emerged from a major strategic review to become a retail sensation nationally and make headlines worldwide. It's another fiendish Kiwi winner, showing the global giants how it's done.

Car Creation

Brand Experience

Insurance Australia Group

Whybin\TBWA Sydney

Case Summary
You trawl through your competitors' product disclosure statements and discover that many don't insure drivers for parts that are covered as standard in NRMA Insurance's policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers don't cover. 12 weeks later you've got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Car Creation

Brand Revitalisation

Insurance Australia Group

Whybin\TBWA Sydney

Case Summary
You trawl through your competitors' product disclosure statements and discover that many don't insure drivers for parts that are covered as standard in NRMA Insurance's policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers don't cover. 12 weeks later you've got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Getting John West to Change its Tuna

David vs Goliath

Greenpeace

Saatchi & Saatchi Sydney

Case Summary
Despite years of campaigning from organisations like Greenpeace, Australia's largest and most well-known brands of canned fish, John West, was still using tuna fishing practices that killed endangered turtles, blue whales, baby tuna and other marine life. We had one simple challenge: force John West to change the way they catch their tuna and stop these practices from happening.

Help A Child Reach 5

Goodworks - Brands

Unilever

Lowe Lintas + Partners Mumbai

Case Summary
Diarrhea is the second leading cause of death among children under five worldwide. It kills more children than malaria, AIDS, and measles combined. Yet most are unaware of this fact and that this tragedy can be easily prevented by the simple act of washing hands with soap. Lifebuoy's social mission is to make a genuine impact on child deaths from diarrhoea and pneumonia by changing the hand-washing habits. Lifebuoy's initiative called 'Help A Child Reach 5' proves that soap is a powerful means to save lives.

Smoking Kid - A Personal Message to the Smokers

Goodworks - Non Profit

Thai Health Promotion Foundation

Ogilvy & Mather Advertising Thailand

Case Summary
Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, "1600 Quitline" to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.

100% Natural. Seeded.

Media Innovation

Hindustan Unilever

Lowe Lintas + Partners Mumbai

Case Summary
How a ketchup brand (Kissan) drove conviction around its claim of "Made from 100% real tomatoes" by not "plainly" advertising it but making people experience it in real life to gain from it.

The Smallest Café in the World

New Product or Service

Dongsuh Food

Cheil Worldwide Seoul

Case Summary
Dongsuh Food developed Kanu, a new product based on the concept of ground coffee that is instantly soluble in hot water. Different from existing instant coffee products, however equal in quality and taste to fresh-brewed coffee served at coffeehouses. To this end, we decided that Kanu would embody the entire coffeehouse experience, defining the new product not as a new type of instant coffee but a café. The communication concept for Kanu was characterized as portable brewed coffee, or "the smallest café in the world."

Dumb Ways to Die

Small Budget

Metro Trains

McCann Melbourne

Case Summary
How do you get young people to be safe around trains? Make it the dumbest way to die. Dumb Ways to Die is the rail safety campaign that became a cultural phenomenon, generating millions of hours of engagement with a message in a way that people least expected.

Dip. Dab. Drop.

Sustained Success

Unilever

Lowe Singapore

Case Summary
The biggest opportunity for detergents in Indonesia is to upgrade mothers from Powders to Liquids. The challenge is to break the century old habit of using washing powders that still work well and cost 20% less. But how do you change century old consumer behavior and launch a new format? This case is about how we grew liquid household penetration 18 fold, quadrupled Liquid market share, grew category value, at a 10:1 ROI. Doing all of this not via behavior change but rather embracing current behavior.

How Snickers Got on its Game in Asia

Multi Market – Products

Mars Foods

BBDO Hong Kong

Case Summary
Snickers wouldn't be the #1 chocolate bar in the world for long if it couldn't unlock Asia. We embraced the platform You're not you when you're hungry as a 'recipe for local success' to transform Snickers' top Asian markets – China, Korea, & Japan. The campaign's success lay in overcoming shaky confidence from Asian management, entrenched local snacking behaviors and cultural irrelevance to create fame, drive growth at 2X times the category, increase market share by over 10% across the region, and create the fastest growing markets for Snickers globally.